Digital technologies as a tool for developing self-management in the sports industry: socio-economic effects and management practices

<jats:p>The chapter examines theoretical and applied aspects of self-management in the sports industry under conditions of digital transformation. The influence of modern technologies on improving the personal efficiency of athletes, coaches, and management personnel is analyzed. Particular attention is paid to digital planning, data analytics, process automation, personal branding, and psychological resilience. The role of self-management as a factor in enhancing the competitiveness of the sports sector and the human capital of Russia is substantiated.</jats:p>